https://www.newbelgium.com/contests/fruit-smash-pool-party/
GRAND PRIZE (1)/APPROXIMATE RETAIL VALUE (ARV): The Grand Prize consists of the Ultimate Pool Party Experience hosted by Sponsor for winner and up to 25 guests. The Grand Prize includes pool rental for approximately 4-6 hours, food and drink (alcohol excluded where prohibited), and Fruit Smash merchandise. Prize and ARV depend on location, timing, and availability. ARV: $10,000.